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Keywords: UTAUT
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–17.
Published: 20 July 2026
...Tao Meng; Xiaofei Li; Jiang Cao; Xinlu Zou Purpose This study investigates the factors driving marketers’ intention to use AI-generated content (AIGC) and examines how this intention shapes marketing creativity, drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT...
